96% of people say they want to eat “healthy.” But, they’re actually baffled about what that really means.
People are confused when it comes to what to eat and why. So they bounce around from brand to brand and trend to trend. You will gain loyalty and get beyond impulse trial if you help them. And here’s where I come in. Yes, I’m a marketing guy with a full-service agency behind me (LRXD.com). Do I want you to hire me and us? Of course, and you should because we’re a bunch of brilliant, results-driven people. But instead of shouting, “choose me,” I’m gonna earn your trust by giving away everything I know about food marketing. So we can all win, starting with the people that need to win the most, your consumers.

How Do I Create More Effective Nutrition Marketing?

Marketing Nutrition to Confused Consumers

Consumers are confused enough about nutrition. Don’t let your packaging make the problem worse. What’s my proof this is a huge problem? All I have to do is visit a food brand trade show. For instance, during my most recent trip to the 800-pound gorilla in the food trade show world, Natural Products Expo West, I saw the same product over and over, in every aisle, in every category. I call this product, “Huh?” Of course, it wasn’t one product — but it seemed that way, thanks to the fact that, while the vast majority of exhibitors have gotten [...]

Nutrition Marketing that Does the Impossible

The Impossible Burger isn’t just plant-based meat, it’s new technology. Here’s how the brand is sacrificing mass-appeal for a bigger slice of the meatless-pie.

Last week, Impossible Foods debuted the second version of their plant-based “Impossible Burger” at CES 2019. That’s right. A food company at a tech conference. The context makes sense if you already know about Impossible Foods, a company dedicated to finding innovative ways to create meatless meat, that actually tastes like the real thing. Forget about robots and rollable TVs — the Impossible Burger 2.0 was the clear favorite at this year’s conference, stepping up their original recipe in both flavor and texture. So I’ve been wondering, is Impossible Burger actually making “food as technology” palatable for consumers? Right now, [...]

Nutrition Marketing That Creates a Good Culture

You’ve made (or remade) a food to be better, you’ve set a mission with which few if any could argue. You’re on the shelf — how to you stave off the inevitable competition and keep from being one of a number of “good” options in your set? Do what the other guys won’t — go beyond helping people through your one line. And reap loyalty.

I’d forgotten about cottage cheese, but when I re-realized this stuff could fill some holes in my protein game, I went looking and found, in my shiny-happy Whole Foods, good culture (lower case intentional), a new, better, bright light. And I gobbled it up. good culture, while its lower case font wreaks havoc with my computer’s auto-correct, is really as the name says, “good.” Love the taste, the story, the peel off paper wrap that contains more info — pretty much everything. But since my thing is all about how food brands can increase loyalty by reducing food confusion, [...]

Nutrition Marketing That’s Less Evil in Every Way

There’s never been more competition in the “healthy snacking” space. That means, you need to be truly, honestly different — from your story to everything that backs it up. Lesser Evil has some lessons for you.

I LOVE Lesser Evil Paleo Puffs — especially the “No Cheese” Cheesiness variety. Apparently, lots of people feel good about every variety of the brand’s miraculous grain-free extrusions, since, whenever I arrive at what’s become my favorite Whole Foods facings, it looks as though some enormous, puff-loving creature has taken a swipe through the entire set. And the good goes so far beyond the stuff in the package. So pull open a bag and let’s dig in to everything that makes Lesser Evil so much less evil: Their story goes beyond what’s become trite (albeit true) and commoditized storytelling [...]

Nutrition Marketing That Gets by Giving

You should definitely use your brand to help people during natural disasters, and as Kraft demonstrates, during a prolonged government shutdown. These things are kind — and they result in consumer loyalty. But why wait? Make every day a way to give something MEANINGFUL to your consumers and see how much you get in return.

Skeptics will look at what Kraft is doing (and what I’m doing by writing about it) and say, “Oh, they’re just trying to get people to buy more of their products.” I say, “So what?” We’re all in the business of persuading consumers to buy our stuff, which means we’re all looking for opportunities to stand out. And thankfully, opportunities like this don’t come around every day. So while Kraft is putting itself out there to help an estimated 800,000 people/families affected by this government shutdown — and now, asking other brands to pitch in, what could this awful [...]

Nutrition Marketing with Heart and Soul

With all the competiton in the natural channel; with all the authentic brands getting gobbled up (and in many cases, ruined) by Big Food, it’s never been more important to make your consumers FEEL something. BeeFree gets that part, and other parts, right.

The folks at BeeFree reached out, asking if I’d like to try their products — what followed was a BIG box of their Warrior Mix and the offer of more. Could my miniscule blog help them? I don’t think they really cared — maybe they were simply being, as their name suggests, sweet. The story is authentic and human. Jennifer Wiese’s oldest son had just been diagnosed with Autism. And while these kids are said to be “on the spectrum,” I’d imagine Jennifer and her husband were too — on an emotional spectrum between disbelief and desperation. Jennifer decided [...]

Nutrition Marketing for Creating a Household Name

This authentic Mexican-American brand is finding success on Whole Food’s top shelf. How did they get here, what does the future hold for grain-free Siete, and how can you apply it all to your brand?

When Veronica Garza found out she had a grain-intolerance, it meant more than missing out on certain foods, it meant losing part of her culture. As a Mexican-American, tortillas were front and center in her family’s kitchen. Suddenly, tacos, enchiladas, fajitas and burritos were off that table. Par for the course in CPG world, the family of seven (“Siete,” get it?) decided to create a grain-free tortilla — and well, you can guess the rest. The result was something that demanded to be shared, big time. Here are a few ways Siete grew their newly-invented family of products into [...]

Nutrition Marketing Without All the Suffering

If you want people to truly understand (and yes, love) your brand, find a unique story that creates an advocacy position for your consumer, connect that story to everything you do and suffer a whole lot less to succeed.

Let’s get a little boozy with Sufferfest, a line of beers that’s different because they’re “Celebrating Athletes.” Great line. First, it says exactly who the brand wants to be for. Secondly, it says it’s for athletes who are celebrating super hard workouts. So what’s Sufferfest doing really well? They know why they started this brand, and who they started it for. When you put your consumer at the center of the story, you make people feel special — people like that. They have specific reasons to believe. Their beer is “Crafted to remove gluten.” They likely know a lot [...]

Marketing Nutrition Needs a Strong Story at the Core

You have a passionate mission, super-clean ingredients and a diverse product portfolio. You need to wrangle all that into a cohesive, well-explained story or what’s the use?

I noticed something new — and in a way, old — yesterday at my Whole Foods. Core Bar from Core Foods. I’ve known this brand for years, but only for their Core Meal, which was for the longest time, the only brand sitting next to Perfect Bar. I wanted to know more about the story, so I grabbed a bar and started digging in. What I found was a combination of cool, curious and confusing. All adding up to a “C” for Core. First, what is the brand doing well, from a story perspective? They have a great name [...]

Nutrition Marketing That Uses Its Noodle

We eat way too many carbs and not enough of those carbs are made up up vegetables. Cece’s Noodle Company is helping to solve both those problems — how can your brand help further solve this issue?

Some put it at two-thirds, others say 70%. I’ll estimate the whole thing down and say, more than half of us are overweight or obese. End of story.Could brands like Cece’s Noodle Co., be the beginning of a new story. One in which we get our carbohydrate consumption under control? One that features people eating more vegetables, which offer a host of anti-inflammatory, antioxidant, life-saving, waist shrinking properties?I sure hope so. Because I’ve been fat and it sucks. Now that I’m the fittest I’ve ever been, the two-part success I can point to is, getting my carbs balanced with my [...]